Liaison(s): Allan Harris
Hologic, Inc. has led the field of healthcare technology for over three decades and is currently poised at the forefront of diagnostics and medical imaging. The company’s core business units focus on diagnostics, breast and skeletal health, and GYN surgical solutions. Between 2014 and 2015, Hologic’s total revenues grew by 6.4%, from $660.6 million to $702.8 million at the end of the 2015 fiscal year. With roughly 10,000 employees the firm continues to grow and provide cutting-edge technology to ensure customers certainty, -“The Science of Sure.” Hologic would like to better optimize its product portfolio in the infectious disease diagnostic acute care segment (such as emergency rooms, and short-term treatment). In particular, Hologic would like to better understand opportunities within the lower volume, near-patient testing segment of the acute care market. In order to do this, Hologic wanted understand the prevalent needs of users within and outside the Hologic customer base. In order to provide recommendations on how Hologic could optimize its product portfolio, the TMP team collected and analyzed a variety of secondary and primary data. To help understand the potential positioning of new products, the team used a database of existing hospital surveys to evaluate diagnostic menu utilization patterns at different types of hospitals, as well as a competitor analysis of major players in the molecular diagnostic field. The team also performed primary research to understand evolving user needs and experiences of lab directors across the U.S. hospital network segment. The team compiled several presentations and reports of their primary and secondary research analysis to aid Hologic in hypothesizing effective market entry tactics.